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Video Transcript

Do you know what your users are looking at? Our specialist eye tracking services allow you to climb inside your users' heads and see your designs through their eyes.

Are they noticing the critical elements? Is the design efficient? Are users concentrating on the content or are they distracted? We can tell you this and more.

So what does an eye tracking session look like?

(Video of a web page overlayed with moving blue dots linked by blue lines). Here's a user interacting with a website. The blue dots show his eye fixations, while the connecting blue lines illustrate his eye movements. This information shows us where he looks, what he pays the most attention to, and most importantly, what he misses.

Watching a user in real-time is interesting, but the speed of movement makes it hard to keep track of what users see and what they miss.

(Image of a web page overlayed with static, numbered blue dots representing the order of the user's visual fixations). That's why we produce an individual session map at the end of each session to show the sum total of all their visual activity. Each numbered circle represents a point that the user's eyes fixated on. The larger the circle, the longer the fixation.

(Image of a web page overlayed with scattered blue dots representing erratic eye movement). A series of erratic eye movements suggest that a user was confused by a disorganised layout.

(Image of a web page overlayed with blue dots arranged in an orderly column representing controlled eye movement). While a series of controlled eye movements show that a user was reading. The density of these movements helps us to establish their level of concentration and comprehension.

Once all users have been through the process we turn the results into heat maps.

Heat maps are perhaps the most revealing of all the outputs from an eye tracking study. While session maps tell you a lot about the behaviour of an individual user, a heat map shows you the behaviour of an entire group of people.

(Image of a web page highlighted with red, green and yellow areas. Red highlights indicate areas where there was a lot of visual activity. Yellow highlights show moderate visual activity. Green highlights show low visual activity). Heat maps use a graded colour scheme to show visual activity. Warmer colours reveal areas that most users looked at, while colder colours show areas that few users noticed. Black reveals areas that no one looked at.

(Image of a web page highlighted with red, green and yellow areas. A large, centrally-placed advertisement for £4.99 DVDs is not highlighted). In this particular example you can see that no-one noticed the four ninety-nine DVD sale, despite its size and vibrant colours. This type of information is invaluable whether you are pulling together a new design or simply evaluating an existing one.

Unlike conventional eye tracking solutions, our system doesn't require users to wear any complicated devices like helmets or specialist eye-wear. In fact, the whole system is virtually invisible, keeping users at ease throughout the process.